Avid XX groupo is the next level of bike components riders who care about weight and precision. Using the loss of unneeded weight as a concept to develop a set of ads with die-cuts and ultra-thin paper to show their ability to engineer the weight out of the XX product.
Print / Light-Weight Transparent Paper Print / Die-Cut
Avid also tasked with updating their logo and although this never made it to the mix I was very proud of the combination of the caliper-like “A” that delineated precision.
Firm: Brian Hawkins
Role: Independent Art Director